As British Gas owner Centrica posted a 14pc rise in profits to £2.74bn,
customer service director, Bert Pijls, took one for the team.

It was a brave move. Put up to answer customers’ questions live online on Wednesday afternoon, the sacrificial lamb faced a frosty reception via the #AskBG Twitter stream even before the session kicked off.

“How do you sleep at night you profiteering scumbags,” summed up the general tone, as consumers piled in.

“Do you realise that people couldn’t hate your company more if you killed little kittens to heat your offices?” asked a chap with a flair for the dramatic. “Is it true they have found traces of horse meat in your gas?”

Diary also chipped in helpfully. “Hello Bert! Whose stapler did you pinch to get lumbered with this job today? #AskBG.”